0.1 calories/step

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Depends on your body weight.

It's accurate to within about an order of magnitude. Good enough for marketing.

Obviously they wanted a nice clean 0.1kcal number. In reality for a typical adult most figures I've seen are more like 0.15 to 0.3kcals.

Nice but certainly not accurate in any sense. My cat certainly burns orders of magnitude less per step than some 150kg guy.

How do they arrive at the figure?

Let's say you lift a 70kg body by 10cm then that's E = m * g * h ~ 70J approx. = 0.016 kcal?

Those steps seem even lower than 10cm really.

Sign in shopping area in English but sign on stairs in Russian (and upside down).

Hmm could be Ukrainian though .. that would make that combination slightly less surprising.

Good eyes. I took that photo at an Intersport in Kyiv.

Not counting what happens to the knees though

Why not just say 100 calories, rather than 0.1kcal?